Read the following extract and then answer the question below 4Music engages audiences and increases value to its advertisers Background 4Music engages audiences and increases value to its advertisers  Launched in August 2008, 4Music is the most watched music channel in the UK. It is free to air,  and part of the Box TV music channel portfolio. 4Music wanted to extend its reach, particularly among the 16-34 old market, promoting its  Christmas programmes and driving high quality traffic to 4music.com.  Strategy 4Music chose Blowfish Digital, www.blowfishdigital.com to create and implement a digital  campaign that combined, social media, PPC and video. Implementation Blowfish Digital used display advertising on Facebook. This drove users to watch video trailers of  4Music’s Christmas programmes on the 4Music fan page and 4Music.com, combining the use of:  ‘social content’, refined targeting of 4Music’s fans, fans’ friends and people who had shown  interest in featured/associated artists & shows. The campaign pushes were scheduled around show broadcast times; combining ad copy and  creative. The campaigns were geared to drive ‘likes’ for the 4Music brand on Facebook. Frequent  optimisations were made to campaigns to ensure the budget was being spent cost effectively using  the variables listed above as levers. A Google PPC campaign was implemented in conjunction with this to drive further traffic through  paid search. A specific push on the Christmas programming was in place, as this was a key show for 4Music’s  Christmas broadcast strategy. Campaigns were optimised towards driving ‘quality’ users, which  was determined by how long each user spent on the site. A specific push on the Christmas programming was in place, as this was a key show for 4Music’s  Christmas broadcast strategy. Campaigns were optimised towards driving ‘quality’ users, which  was determined by how long each user spent on the site. Video Blowfish Digital implemented a rich media campaign, using a video expandable unit showcasing  five of 4Music’s “Hero Shows” to engage and promote these programmes to 4Music’s target  market. A bespoke unit was built around 4Music’s objectives, incorporating five different trailers  for ‘Hero Shows’ with a heavy Facebook presence within the unit to maximise the opportunity for  users to ‘share’ the content around Facebook. The advert ran on a walled garden of carefully  selected sites to ensure it was seen in the right places and the desired users (16-34 Yr. olds) were  engaging with the videos. (a) Discuss the requirements for effective segmentation which 4Music should consider when  segmenting.  (b) Explain five different advertising campaign objectives, which 4Music could use.

Understanding Business
12th Edition
ISBN:9781259929434
Author:William Nickels
Publisher:William Nickels
Chapter1: Taking Risks And Making Profits Within The Dynamic Business Environment
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Read the following extract and then answer the question below
4Music engages audiences and increases value to its advertisers

Background

4Music engages audiences and increases value to its advertisers 
Launched in August 2008, 4Music is the most watched music channel in the UK. It is free to air, 
and part of the Box TV music channel portfolio.
4Music wanted to extend its reach, particularly among the 16-34 old market, promoting its 
Christmas programmes and driving high quality traffic to 4music.com. 
Strategy
4Music chose Blowfish Digital, www.blowfishdigital.com to create and implement a digital 
campaign that combined, social media, PPC and video.
Implementation
Blowfish Digital used display advertising on Facebook. This drove users to watch video trailers of 
4Music’s Christmas programmes on the 4Music fan page and 4Music.com, combining the use of: 
‘social content’, refined targeting of 4Music’s fans, fans’ friends and people who had shown 
interest in featured/associated artists & shows.
The campaign pushes were scheduled around show broadcast times; combining ad copy and 
creative. The campaigns were geared to drive ‘likes’ for the 4Music brand on Facebook. Frequent 
optimisations were made to campaigns to ensure the budget was being spent cost effectively using 
the variables listed above as levers.

A Google PPC campaign was implemented in conjunction with this to drive further traffic through 
paid search. A specific push on the Christmas programming was in place, as this was a key show for 4Music’s 
Christmas broadcast strategy. Campaigns were optimised towards driving ‘quality’ users, which 
was determined by how long each user spent on the site.

A specific push on the Christmas programming was in place, as this was a key show for 4Music’s 
Christmas broadcast strategy. Campaigns were optimised towards driving ‘quality’ users, which 
was determined by how long each user spent on the site.
Video
Blowfish Digital implemented a rich media campaign, using a video expandable unit showcasing 
five of 4Music’s “Hero Shows” to engage and promote these programmes to 4Music’s target 
market. A bespoke unit was built around 4Music’s objectives, incorporating five different trailers 
for ‘Hero Shows’ with a heavy Facebook presence within the unit to maximise the opportunity for 
users to ‘share’ the content around Facebook. The advert ran on a walled garden of carefully 
selected sites to ensure it was seen in the right places and the desired users (16-34 Yr. olds) were 
engaging with the videos.

(a) Discuss the requirements for effective segmentation which 4Music should consider when 
segmenting. 


(b) Explain five different advertising campaign objectives, which 4Music could use.

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